UK: Unilever targets stay-at-home consumers with Magnum Luxury tubs

Unilever has launched Magnum Luxury in tubs in the UK to capitalise on opportunities in the luxury ice cream sector.

Magnum's first venture into tubs reflects a growing number of stay-at-home consumers who still want to treat themselves, despite tough economic times in the UK.

"The luxury dessert market is worth over GBP145m (US$236m) and tub formats are proving increasingly popular," said Unilever's marekting manager for desserts, Anna Spray. Magnum Luxury will come in Chocolate and Vanilla varieties and retail in 450ml tubs for a recommended retail price of GBP3.99.

The UK is the world's tenth-largest ice cream market, with per capita spend and consumption of GBP17 and six litres respectively, according to Mintel data. Its figures show the UK ice cream, sorbet and frozen yogurt market has expanded by almost one fifth over the last five years to reach GBP1.1bn.

Senior Mintel food analyst, Amy Price, said: "Marketing single-serve products around the notion of a one-off permissible treat should allow brands and own-label players to appeal to the growing number of one-person households who are both short on storage space and are reducing their consumption of ice cream for health reasons."

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